A number of fi rms work diligently to foster brand communities. An initial question a
manager must ask is, Does a brand community make sense for this product and brand?
Brand communities seem most relevant for high-involvement, activity-based products.
A second condition for a strong brand community appears to be a degree of uniqueness
to the brand itself. Harley-Davidson has its historical association with “outlaw bikers.”
Jeep conjures up images from endless World War II movies. Saab has its unique design
and foreign origin. Much of the MG mystique is its unique British heritage and authenticity. It would certainly be more difficult to build a strong brand community around a
mundane brand